The 5 basic types of logo and how to use them

December 10, 2017

written by
Lance

A logo is the visual representation of a company or brand’s core values. There is 5 main types of logos: wordmarks, lettermarks, pictorial marks, combination marks, and emblems. Each different type functions differently.

1. Wordmark/Logotype

Wordmarks or logotypes are made of the company name only. Instead of using a typeface, logotypes are most of the time unique and carefully crafted.

There are also different styles of logotypes and each style convey a different feel and message, for example, scripts communicate elegance and refinement. Famous examples are Coca-Cola, Ballantines (formal scripts) and Instagram (informal script).

Wordmarks work best as a primary logo if the brand has a distinct and succinct name.

2. Lettermarks or Monograms

Lettermarks are exclusively typographic, they are based on the initials of a company or a brand. Famous examples include the National Aeronautics and Space Administration (NASA), Electronic Arts (EA) and Home Box Office (HBO).

Lettermarks work best when a company has a long name. They can also be used as a secondary logo when the need arises (favicon, mobile icons …) Famous examples include Google and Pinterest.

3. Symbol or Icon

Also known as a pictorial mark, symbols contains no text, they are able to communicate what the brand stands for.

Over time and through repeated exposure they become memorable and easily recognizable. Famous examples are the Apple and the Nike ‘Swoosh’ logos

4. Combination Mark

Combinations marks combine a wordmark with a symbol, icon or lettermark.

This type of mark provides a lot of versatility, because the components of a combination mark can be broken apart and used separately on their own.

5. Emblem

An emblem logo consists of a text inside a symbol or an icon, they are mostly badges, seals, and crests.

Emblems are less flexible than combination marks, as their elements are typically difficult to separate out.